The annual Allied Beauty Association trade show is one of the hair industry’s most important events and it was taking place last weekend at the Montréal Congress Centre. ModeMontreal.TV was on location to witness what the tress people were plotting! A very special collaboration with the fashion industry was in store for us: Montréal fashion industry godfather Jean-Claude Poitras had the fun task of bringing together the worlds of fashion and hair. This proved to be a happy marriage between two creative, artistic and aesthetic worlds where anything goes, as you can tell by our photos.
A hairstyle competition was happening on a runway, where two groups of six stylist/model pairs took to the stage at a time. Armed with their giant cans of hairspray, the stylists had 10 minutes to get their model’s mane in line with their vision, after which their robes came off to reveal each one of the girls outfitted by either Nadya Toto, Bodybag or Christian Chenail. As the girls walked the runway, an enthusiastic Mr. Poitras described the looks with infectious enthusiasm. It was pretty surreal to witness the complete transformation of a head of hair from A to Z, not to mention the fantastic reveal of every outfit complemented by said hair styles. The ideal Sunday afternoon activity!